David Neal (@walruswinks) is a producer and director who has been working in vertical video for years. In a special guest post he tells the story of the ongoing battle over the format, how video makers identified good practice, journalists overcame their dislike of vertical — and how in 2016 advertisers are now coming on board.

Since the dawn of the smartphone equipped with a video camera, and even before, people have been posting vertical video on the internet (see here for a retrospective look).

Initially the format was met with almost universal scorn: in 2012, Bento Box, creators of the Glove and Boots video blog, produced the opening salvo (shown below) in what has become a multimedia struggle over the future, or lack thereof, of vertical video, and from there the gunfight expanded.

Hence the title of this post. You may scoff at it, but there is actually (simulated) gunfire in the piece “Turn Your Phone 90 Degrees” at the 50 second mark, as well as lots of gratuitous violence in the animated video “Flip it Parody“, to say nothing of the explosion at 1:10 in “Vertical Framing Video Essay.” Many anti-vertical video trolls are even more hostile: this is something people feel very strongly about. Continue reading →